Johnson & Johnson

Putting character into the world of compliance

Johnson & Johnson own world leading brands. Their UK digital team are responsible for 100’s of products going live online every year. ABA was approached to strengthen the compliance communications between digital, marketing and agency.

Brief: The compliance process is often seen as an irritation to the marketing department and their agencies. But many websites were not passing the compliance test and some were being taken down due legal issues. ABA was tasked to put character into compliance thereby encouraging it to be taken seriously and safeguarding the success of JnJ’s brands online.

Solution: The client delivered a series of existing presentations to us with an apology! They knew there was something wrong with the materials. Information overload had taken place over a number of years. We set up a team of an illustrator and a writer to work directly with the client. The development of some visual characters to represent digital, marketing and agency immediately helped the process.

A series of shorter presentations were created, and where possible only illustration was used. It is proven that the eye can process visual information far more quickly than written. This meant the training sessions carried out by compliance could be quicker; a great relief for everyone. The compliance submission rates have jumped from 25% up to 95%, the materials have been leveraged globally and the client is very happy!